Campaign Objective

A major pharmaceutical brand seeks to educate pharmacy shoppers about the risks of whooping cough and encourage them to talk to a health care professional about the promoted whooping cough vaccine.

Results

PRN’s Health & Wellness Network delivered significant, triple-digit increases in targeted pharmacy shoppers’ likelihood to talk to a healthcare professional about the advertised vaccine.

  • During the campaign, “Test” shoppers were 440% more likely to have spoken to a pharmacist about the vaccine
  • Test shoppers were also 8x more likely to have spoken to a doctor about the vaccine during the campaign
  • Similarly, awareness and visitation to the promoted website , educating shoppers about the dangers of whooping cough, was significantly 2-3x higher among the Test shoppers

Research Approach

A third-party pharmacy research partner, IntelliSurvey, collected a total of 300 online interviews from October 22 to November 5, 2018. There were 150 Pharmacy shoppers in the Test cell and 150 in the Control cell. On average, it took 12 minutes for pharmacy shoppers to complete the online survey.

Source: Whooping Cough Vaccine Study, October 2018, IntelliSurvey.

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